Case studies

Situation. A 14-truck heating and air company was spending $18,000 a month across search and display with an in-house marketing coordinator. Lead volume looked healthy, but the dispatch team reported that roughly half of calls were out of service area or price shoppers.

What we did. Rebuilt the account around service plus city intent, cut 61 broad-match terms, installed call tracking with a 90-second qualified-call threshold, and imported booked jobs from their field-service software as offline conversions so bidding optimised on revenue rather than calls.

What did not work. A display retargeting test ran for six weeks with no measurable lift in booked jobs. We shut it off and moved the budget back to search.

Result. Over nine months, cost per booked job fell 38%, media spend fell 12%, and booked revenue attributed to paid channels rose 27%.

Situation. A family-owned industrial parts distributor generated leads almost entirely from catalogue mailers and trade shows. Their first attempt at paid search produced enquiries from students and overseas resellers.

What we did. Built a technical keyword map from their own part numbers and application language, wrote long-form specification landing pages, and layered LinkedIn job-title targeting for maintenance and procurement roles. Lead forms asked for application detail, which reduced volume and raised quality.

What did not work. Gated PDF spec sheets produced downloads but almost no sales conversations. We ungated them and pushed for quote requests instead.

Result. Across eleven months, qualified demo requests grew 3.4× and cost per qualified request settled at $146 against a target of $200.

Situation. A four-location dental group ran a single campaign pointing every ad at one homepage. Patients in Alameda were being sent to a page that listed the Berkeley office first.

What we did. Built location-level landing pages with individual booking links, separated brand from non-brand spend, implemented consent-aware tracking appropriate to a healthcare setting, and set weekday-morning bid adjustments to match front-desk capacity.

What did not work. A discount-led offer attracted single-visit patients who did not return. We replaced it with a same-week appointment guarantee, which performed better on lifetime value.

Result. New-patient appointments rose 61% year over year while media spend rose 19%. No patient health information is used in targeting or reporting.